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In a landmark ruling, the General Court of the European Union has annulled the trademark protections for the iconic shape of the Rubik’s Cube, dealing a blow to its Canadian owner, Spin Master Toys UK. The decision came after a decade-long legal challenge initiated by Greek company Verdes Innovations SA, which produces similar puzzle cubes under the V-CUBE brand.
The court found that the cube’s essential characteristics—its shape and grid-like design—were necessary to achieve a technical result, namely its rotational functionality. As such, these features could not be protected under EU trademark law. The ruling upholds the position of the European Union Intellectual Property Office (EUIPO), which had previously sided with Verdes Innovations.
Spin Master, which acquired the Rubik’s Cube brand in 2021, may still appeal to the Court of Justice of the European Union, the bloc’s highest court. However, the decision opens the door for increased competition in the puzzle toy market, potentially allowing rivals to produce similar cube-shaped puzzles without infringing on trademark rights.
Invented in 1974 by Hungarian professor Ernő Rubik, the Rubik’s Cube has sold hundreds of millions of units worldwide and remains a cultural icon. This ruling could reshape its legacy—and the future of twisty puzzles across Europe.
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